#43: Dinner Moment
Engage your audience during dinnertime.
Ah, dinner. A time for friends, families and romantic partners to come together to eat a delicious meal while enjoying the company of their... mobile devices? It's true that, today, mobile devices have infiltrated our lives so that even the most attentive dining partners are sometimes lured to their screen. For advertisers, these Dinner Moments represent an opportunity to engage—if they are approached in the right manner.
The first step in targeting Dinner Moments is identifying consumers who are experiencing those moments. Aki works with advertisers to understand what audiences are relevant to their campaign and then examines mobile signals to find those consumers while they're dining. Naturally, time of day is an important piece of data in this equation, but it's far from the only one. Answers to questions like ""Is this person at home or out?"" and ""Is this a casual dining experience or a special occasion"" can be extrapolated from the broader set of data to give advertisers a clearer understanding of the consumer's experience.
Once armed with the data, advertisers can make smarter targeting decisions. For example, the ad for diapers might not be well-received by the parents escaping for a romantic evening. Meanwhile, that CPG ad with rich media game might but just what the college student needed to get through a long family dinner. By understanding and targeting the Dinner Moment, advertisers can increase the likelihood of engagement and score the kind of performance that calls for second helpings.
When is the appropriate time to use a mobile phone? Pew Research did a study on etiquette and found that most people were against using phones during meals, with 18 to 29 year olds least offended.
Road Trip Moment
Whether you best identify with the Griswolds, Kerouac, or that 2002 Britney Spears movie, there's no denying the road trip is a celebrated tradition. For advertisers, billboards, radio and in-store displays have long represented the best opportunity to influence consumers on the road, but (of course) that's all changed with mobile. Today, advertisers that want to engage the road tripping consumer must include mobile in the mix.
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Award Show Moment
For many consumers, the annual movie award season is one of the highlights of the new year. Excited movie fans are doing their research of films and nominees, catching up on the new movies and waxing nostalgic about years gone by as they ready for the big night. During the event, they'll be at the edge of their seat, phone at the ready, watching acceptance speeches and posting reactions.
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